This document discusses Google Analytics measurement behind the scenes. It begins with an introduction and then discusses phases of collecting data, wanted behavior, shaping behavior, strategic insight, modeling, and data. Various challenges are presented, such as clients tracking data in separate accounts or having different KPIs for departments. Solutions involve cross-domain tracking, standardizing KPIs, and implementing events as micro and macro conversions. Specific implementations are discussed for clients Partena and CM/MC. The document concludes discussing data overload, modeling, intelligence, and actions.

1. #GABC2012
GA Measurements Behind The Scenes

3. Good morning! I’m Bart.

7. GOOGLE ANALYTICS
MEASUREMENT
Behind the scenes

8. Long live the web!
Everything is measurable.

9. This is a bulleted list

10. This is a bulleted list

11. This is the plan
• Phase 1: collect data
• Phase 2: ?
• Phase 3: Profit

13. It doesn’t work that way.

14. Profit
Wanted behaviour
Shape behaviour
Strategic insight
Model
Data

15. Profit
Wanted behaviour
Shape behaviour
Strategic insight
Model
Data

16. Profit
Wanted behaviour
Shape behaviour
Strategic insight
Model
Data

17. This is a bulleted list

18. Model

19. One possible model:
scan-behave-focus.

20. Analyse the question:
• high involvement: scan-behave-focus
• low involvement: scan-focus-behave
(dependent on action/brand)

23. The Answer: communication
• Analysis of the answer using a communication process
model (a.k.a. DAGMAR model) to reach maximum impact

25. This is a bulleted list

26. Local challenges

27. Challenges
1. Key clients who track all data in separate accounts
2. Key clients who have different KPI’s for different departments
3. Key clients who want to register micro / macro conversions

28. Solutions

29. Solutions
1. Concept for cross domain tracking with multiple accounts
2. Concept for standardization of KPI’s
3. Concept for the streamlined implementation of events as micro /
macro conversions using action sets

30. Implementation

31. GO ONE!
• Challenge: clients who track all data in separate accounts
• Solution: cross domain tracking with multiple accounts
• Implementation @ Partena (next slide)

32. GO ONE!
• Implementation: 1 account / 1 webproperty

33. GO ONE!
• Implementation: cross domain tracking code for old and
new integrated Go One! account

34. GO ONE!
• Implementation: organizing profiles (low involvement)
• SCAN: f.i. thematic sites / pages that attract & build awareness
• FOCUS: f.i. informative sites / pages that orientate
• BEHAVE: f.i. conversion pages / sites that generate leads

35. GO ONE!
• Implementation: organizing profiles

36. KPI Standards
• Challenge: key clients who have different KPI’s for different
departements
• Solution: standardization of KPI’s by means of engagement
• Implementation @ CM/MC (next slide)

37. KPI Standards
• Implementation: organizing KPI’s (high involvement)
• SCAN: f.i. visits, visitors, bounces, media, sources, etc.
• BEHAVE: f.i. pages/visit, time/visit, new/returning visitors, etc.
• FOCUS: f.i. leads, subscriptions, shares, likes, etc.

38. KPI Standards
• Implementation: reporting KPI’s

39. Micro / macro conversions
• Challenge: clients who want to register micro /
macro conversions
• Solution: streamlined implementation of events
as goals using action sets
• Implementation @ Delijn (next slide)

40. Micro / macro conversions

41. This is a bulleted list

42. This is a bulleted list

43. Data overload
Modelling
Intelligence
Actions

44. Bart De Waele
@netlash
+32 9 335 22 76
bart@wijs.be